Facebook ads managers send estimates when a prospect asks for pricing after a discovery call or after an account audit. Clients usually compare monthly fees, what is included, contract length, and whether ad spend is separate. A clear estimate also sets expectations about how long it takes to see results.
When to use estimates: Use estimates to provide project quotes and get client approval before starting work. Once approved, convert your estimate to an invoice with one click to collect payment.
Create an invoice for payment collection
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Invoice_1001_Client_2026-10-14.pdf
Clients need to know if the fee is flat or tied to spend, and whether it changes if the budget changes.
Prevents confusion between your fee and the media budget, and sets the budget the plan is built around.
Defines workload so requests for extra campaigns or new creative are clearly outside the scope.
State whether you produce images and video, edit client footage, or only write copy and run the ads.
Pixel, Conversions API, and event setup affect results. Say who handles them and any costs involved.
Sets expectations for weekly or monthly reports and the number of strategy meetings included.
Ad performance takes time to stabilize, so many managers ask for a minimum of 3 months or a 30-day notice period.
| Service | Priced | Typical range |
|---|---|---|
| Monthly ad management retainer (small account, under $5k spend) | per month | $500-1,500 |
| Monthly management (mid-size account, $5k-25k spend) | percent of ad spend | 10-20% |
| Account audit and strategy report | flat fee | $300-1,200 |
| Pixel, Conversions API, and tracking setup | flat fee | $250-1,000 |
| Campaign build and launch (initial setup) | flat fee | $500-2,000 |
| Ad creative (static image or carousel) | per asset | $50-200 |
| Short video ad editing | per video | $100-400 |
| Consulting, training, or troubleshooting | per hour | $75-150 |
Typical US ranges. Rates vary by region, experience, and job size.
Present two or three options, such as a starter plan with one campaign and a growth plan with creative and retargeting. Tiers help clients choose by scope instead of negotiating price.
For unclear accounts, quote a paid audit of $300-1,200 and credit part of it toward the first month if the client signs on. It filters out price shoppers and gives you data before committing to a retainer.
Quote effort and deliverables, not guaranteed returns on ad spend. Results depend on the offer, website, and budget, and guarantees invite disputes.
Build the first 30 to 60 days into your pricing, since setup, testing, and optimization take more effort up front than in later months.
Fifteen to 30 days is typical. Ad costs and your availability change, so state an expiration date on the estimate.
Flat fees are simpler for small budgets. Percentages scale with workload at higher spend. Many managers use a flat fee with a minimum and switch to a percentage once spend passes a set level.
Yes, most managers collect the first month's fee and any setup fee before launching. This confirms commitment and covers early work that is hard to recover if the client leaves.
Use the Facebook Ads Manager invoice template to bill the client, or convert this estimate once it's approved.
Facebook Ads Manager invoice template